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Fortified/Functional Packaged Food in Egypt

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Executive Summary

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PROSPECTS

Fortification and use of functional ingredients still limited among egyptian producers

Fortification and the use of functional ingredients were not widely employed by packaged food manufacturers in Egypt during the review period. As a result, consumer awareness of the potential benefits of FF products remained quite low.

FF breakfast cereals is the most dynamic category

FF breakfast cereals was the most dynamic performer within FF packaged food in current value growth terms in 2018. The category benefited as rising health-consciousness made many Egyptians more aware of the importance of eating a nutritious breakfast every day.

Public health initiatives could help to increase interest in ff products

Egypt’s government works with the UN World Food Programme (WFP) to improve food security and reduce the incidence of nutritional deficiencies such as anaemia among the population. Notable initiatives undertaken in conjunction with the WFP to date include the fortification of subsidised wheat flour, the enrichment of subsidised baladi bread with micronutrients such as iron and folic acid (both vital to children’s development) and the enrichment of subsidised cooking oil with vitamins A and D.

COMPETITIVE LANDSCAPE

Danone and nestlé lead ff packaged food in 2018

Danone led FF packaged food in value terms in 2018, followed by Nestlé Egypt SAE. The overall positions of both were underpinned by their strength in FF milk formula.

Danone, emco and mass food record strong value share gains

Despite being more expensive than standard alternatives, demand for FF milk formula products continued to increase in 2018 thanks to population growth and better education about child nutrition among Egyptian parents. Products with added vitamin D performed particularly well as mothers became more aware of how this nutrient can reduce the risk of rickets, a common ailment in newborn babies in Egypt.

FF flavoured milk drinks witnessed a number of new launches during the latter part of the review period, including those of Nestlé’s Nido Fortigrow and Lactel Clowney from ARE Al-Nour for Dairy Industries. Like Danone’s Dango, the dominant player in this category, both of these brands are fortified with vitamins and iron.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food industry in Egypt with research from Euromonitor's team of in-country analysts.